Marketing Plan



Marketing Plan for the Coca-Cola Brand in the UAE Market

Terms of reference4

Executive summary4

Business mission5

Environmental Analysis5

Political:5

Economic:6

Social:6

Technological:6

Segmentation7

Geographic segmentation7

Place of consumption8

Product Type8

Demographics8

Targeting8

Positioning9

Competitive analysis9

SWOT Analysis9

Strengths10

Brand10

Economies of Scale10

The coca-cola System10

Weaknesses11

Criticism regarding health and environmental issues11

Decreasing Sales in Various Countries:11

Opportunities12

Acquisitions and Inorganic Growth:12

Bottled water and growing healthy drinks12

Threats13

Changing trends13

Dependence on third Party bottling Partners13

Competition13

Porter Five Forces Analysis14

Competition14

Threat of New entrants14

Brand Name15

Distribution channel15

Huge initial investment15

Economies of Scale15

Threat of substitute Products15

Supplier Power16

Buyer Power16

Competitive Advantage and strategic Approach17

Marketing and Branding Strategy17

Glocal strategy of coca-cola18

New product introductions18

Channel Analysis18

Innovative Advertising19

Distribution19

Direct Selling19

Indirect Selling20

Conclusion20

Appendix21

SWOT Analysis21

Porter five Forces Analysis21

References22

Marketing Plan for Coca-Cola Brand in UAE Market

Terms of reference

This report contains a marketing plan for Coca-Cola brand in the UAE market. The coca-cola company is considered to be one of the largest distributors, manufacturers and marketers of non alcoholic beverages and syrups throughout the world. Its headquarters is located in Atlanta, America. It is among the largest companies in United States and is famous for its s flagship product Coca-Cola. Today Coca-Cola is considered to be the soft drink of the world (Bell, 2004). It is recognized throughout the world as a soft drink company with strong plans for more growth of the brand. The company has almost 139,600 employees and presence in almost 200 countries.

Executive summary

Coca-Cola will face strict regulations in UAE as it products come under the food category. The negative impacts of the manufacturing plants of Coca-cola on the environment have been identified in UAE. The real GDP of UAE has been below 5 per cent over the last couple of years. It can have a negative effect over the sales of coca-cola. UAE has comparatively high per capita income which can be favorable for coca-cola. The company is facing opposition from social groups in UAE due to the environmental issues relating to its production. Social and cultural factors along with the food habits of UAE will also be crucial for the success of coca-cola in UAE. UAE comes in Middle East region, the UAE market is divided into three main regions of Dubai, Abu Dhabi and Sharjah. The company possesses one of the strongest brand around the world. It has been recognized as one of the leading brands of the world by various studies. The entire supply chain system of coca-cola and the bottling system that it posses are a big strength of the company. Pepsi is the largest competitor for coca-cola. They both compete in almost all the markets throughout the world. Similarly, they would be competing with each other in UAE as well. With its brilliant Marketing Strategies soon Coca-Cola would dominate UAE.

Business mission

Everything we do is inspired by our enduring mission:

• To Refresh the World... in body, mind, and spirit.

• To Inspire Moments of Optimism... through our brands and our actions.

• To Create Value and Make a Difference... everywhere we engage. (Source: thecoca-colacompany.com)

Environmental Analysis

PEST analysis is a very valuable tool for the analysis of the external environment where the business is to be started or where the company plans to start a business (Henry, ...